Overview:
- The global TWS market saw a slight YoY decline in sales volume due to softening demand in Europe and NA. However, overall revenue showed 9% growth, driven by new models from major brands launches including the AirPods Pro 3 and Galaxy Buds FE. Although the market contracted in Q3, steady, moderate growth is expected for 2025.
- Apple is projected to maintain its leading position with a 21% market share following the launch of the AirPods Pro 3. Equipped with the new H3 chipset, the Pro 3 offers improved sound quality, enhanced ANC, longer battery life, and new health features such as body temperature and heart-rate sensors. It also introduces expanded AI capabilities, including real-time translation. With performance clearly surpassing that of the AirPods 4 ANC model, strong demand for the Pro lineup is expected to continue.
- Samsung adopted a dual-track strategy by combining price competitiveness with expansion of AI features through its FE model.
